It's all about markets. Here in NA it's just DIFFERENT than in Europe.
What BA EC did was to propagate rules/policies they use in Europe to american markets. That just doesn't work!

It would be like taking UK cell/mobile phone plans/pricing and try to sell them to US consumers and vice versa. Can you imagine UK consumer faces when you tell them they have to pay for incoming minutes too?
That's exactly how we, in NA feel about changes to the EC.